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School of Business and Management

Dr Teidorlang Lyngdoh


Programme Director for MSc Marketing and Digital Analytics; Lecturer (Assistant Professor) in Marketing



Dr Teidorlang Lyngdoh is a Lecturer (Assistant Professor) in Marketing at Queen Mary University of London (QMUL), School of Business and Management. Prior to joining QMUL, Teidor worked as an Assistant Professor in Marketing at University of Kent, UK and Xavier School of Management- XLRI, India. Teidor completed his doctoral studies at the Indian Institute of Management Kozhikode, India. He has a Master’s in Business Administration (MBA) and a BSc in Advance Zoology and Biotechnology from Loyola College, University of Madras, India. He was also involved as a business consultant with one of the leading technology firm, Oracle Corporation before moving to academia.  

Teidor's main research interests lies in two broad domains (i.e., personal selling and transformative consumer research). Some of the research interests are buyer-seller interactions, service- sales interface, frontline ethics, BoP healthcare services, digital selling, digital divide, disruptive technologies, and consumer well-being among others. His research has been accepted for publication in leading journals such as Journal of Business Ethics, Journal of Business Research, Psychology and Marketing, Journal of Business and Industrial Marketing, Business Horizons, among others.



  • BUSM208 Strategic Marketing 
  • BUSM211 Business Digital Analytics 


Dr Teidorlang is a Fellow of the Higher Education Academy (FHEA) and has completed a Post Graduate Program in Data Science and Business Analytics from the University of Texas at Austin, McCombs School of Business, USA. 


Research Interests:

Teidor’s research interests include buyer-seller interactions, service- sales interface, frontline ethics, BoP healthcare services, digital selling, digital divide, disruptive technologies, and consumer well-being.

He serves in the editorial review board for Journal of Business Research (JBR) and is an ad-hoc reviewer for Journal of Business Ethics, Journal of Business Research, Journal of Business and Industrial Marketing among others. 



Google Scholar profile

Journal articles 

  • Deshpande, B., Pradhan, D., Sivakumaran, B., & Lyngdoh, T. (2022). The impact of advertising appeals on impulse buying. Marketing Intelligence & Planning. 
  • Kuanr, A., Pradhan, D., Lyngdoh, T., & Lee, M. S. (2022). Why do consumers subvert brands? investigating the influence of subjective well‐being on brand avoidance. Psychology & Marketing, 39(3), 612-633. 
  • Rangarajan, D., Hochstein, B., Nagel, D., & Lyngdoh, T. (2021). Sales complexity and value appropriation: a taxonomy of sales situations. Journal of Business & Industrial Marketing. 
  • Paesbrugghe, B., Lyngdoh, T., Sharma, A., & Rangarajan, D. (2021, June). Understanding the Digital Communication Preference of Business-to-Business Purchasers and Sellers. In Digital Marketing & eCommerce (pp. 277-279). Springer. 
  • Upadhye, B., Sivakumaran, B., Pradhan, D., & Lyngdoh, T. (2021). Can planning prompt be a boon for impulsive customers? Moderating roles of product category and decisional procrastination. Psychology & Marketing, 38(8), 1197-1219. 
  • Rangarajan, D., Sharma, A., Lyngdoh, T., & Paesbrugghe, B. (2021). Business-to-business selling in the post-COVID-19 era: Developing an adaptive sales force. Business Horizons, 64(5), 647-658. 
  • Chawla, V., Lyngdoh, T., Guda, S., & Purani, K. (2020). Systematic review of determinants of sales performance: Verbeke et al.’s (2011) classification extended. Journal of Business & Industrial Marketing. 
  • Lyngdoh, T., Chefor, E., Hochstein, B., Britton, B. P., & Amyx, D. (2021). A systematic literature review of negative psychological states and behaviors in sales. Journal of Business Research, 122, 518-533. 
  • Sridhar, G., & Lyngdoh, T. (2019). Flow and information sharing as predictors of ethical selling behavior. Journal of business ethics, 158(3), 807-823. 
  • Lyngdoh, T., Sridhar, G., & Mishra, P. (2018). Bansara eye care: Growing affordable eye care for the rural population. Asian Case Research Journal, 22(02), 357-384. 
  • Guda, S., & Lyngdoh, T. (2018). Pharma Selling: In conversation with Melvin D'Souza, Vice President and General Manager, Novo Nordisk India Pvt Ltd. IIMB Management Review, 30(4), 385-390. 
  • Lyngdoh, T., Liu, A. H., & Sridhar, G. (2018). Applying positive psychology to selling behaviors: A moderated–mediation analysis integrating subjective well-being, coping and organizational identity. Journal of Business Research, 92, 142-153.


Teidor is open to enquiries from PhD students focusing on the broad areas of personal selling, transformative consumer research and BoP healthcare services. Applicants who are skilled in data analysis and analytics even from a non-marketing background are welcome.

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